RWC2015 Heineken Guinness

Heineken tops RWC2015 digital engagement but non-sponsor Guinness comes second


By John McCarthy, Opinion Editor

September 22, 2015 | 2 min read

Heineken dominated digital engagement on the opening weekend of the Rugby World Cup 2015, reaping the benefits of its £20m sponsorship as the sole beer provider at venue arenas.

The official sponsor is publishing online video to supplement the tournament including analysis from former All Blacks star Jonah Lomu.

On the other hand, non-official brand Guinness' 'Made of More' push coinciding with the Rugby World Cup 2015 came second, boasting 30 per cent of official sponsor Heineken's digital content engagements during the opening weekend.

Its focus on short form videos featuring stories from players such as Gareth Thomas and Ashwin Willemse, hit home with rugby fans.

David Barker, senior vice president managing director EMEA, Amobee, said: “Two other brands that are not official sponsors but have also seen a significant level of digital content engagement around the RWC are O2 and Beats.

“O2’s ‘Make them Giants’ TV campaign and competition to give away 50,000 England shirts and Beats ad-campaign featuring Chris Robshaw, the England captain (amongst others), have seen these brands reach third and sixth respectively in RWC Brand association.”

The top 10 brands as measured by Amobee are as follows:

1. Heineken

2. Guinness

3. O2

4. Emirates

5. Land Rover

6. Beats

7. DHL

8. Coca-Cola

9. Mastercard

10. Toshiba

RWC2015 Heineken Guinness

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